I discussed the O.B. marketing campaign last post: (here) and thought it was a genius Marketing tactic.

Alas, I stand corrected. 

One of the requirements for my Buyer Behaviour class entails a report and 20 minute presentation on a rising marketing phenomenon, including a definition, discussion from a marketer’s as well as the consumer’s viewpoint, and ethical considerations. One of the topics discussed was Viral Marketing. 

I mean, we all know what viral videos are. But just in case - here’s a Google screencap.

Anyway. 

The O.B. tampon ad fit the viral video standard as defined above. I mean, I found it on my Facebook News Feed and put it on three social media websites. If that’s not a bait for viral marketing, I don’t know what is. 

However, my classmates pointed out consumer engagement through the use of Youtube. O.B.’s video is hosted through their website and does not enable embedding into websites such as Facebook, Tumblr, etc. I asked the group presenting if privately hosting the video provides an advantage or disadvantage for the companies. Turns out, privately hosting the video might be a way of mitigating comments, it also limits consumer engagement and investment on the brand. 

Which leads me to pose this question: 

Would you rather have control over the conversation on your product, or would you rather have intense consumer engagement —

I’m trying to set up a Disqus account at the time of writing, so if that’s available - comment away. If not, my ask box should be up and running - thoughts are so welcome. 

P.